How I find new clients (without stress)
I generated $1 million in sales using a growth strategy I learned from the CEO of Doritos
(It takes 15 minutes and it's become the backbone of my entire sales playbook)
The $40 Billion Story behind Doritos

1

Brainstorming Outside the Boardroom
Back in the 1980s, the leadership team at Frito-Lay was trying to think of a new product. Instead of brainstorming in a boardroom, they went straight to the source and visited the local supermarket.

2

Observing Market Trends
As they walked up and down the aisles, they noticed ranch-flavored dressing was becoming the most popular new product on the market. The store manager said it was really taking off.

3

Lightbulb Moment
This simple observation led to a lightbulb moment. Instead of creating a flavour they thought would sell, they focused on what was already resonating with customers.
The Birth of Cool Ranch
—
Cool Ranch Doritos
The result was Cool Ranch Doritos - a flavor that would become one of their most profitable and largest snacks in the grocery aisle worldwide.
—
Building on Success
Doritos didn't start with what they thought was a good idea. They started with obsessing over their customers' preferences and built on that.
—
Empathy-Selling
This story illustrates the power of 'empathy selling' - the art of obsessing over your customer's needs and preferences.
What Is Empathy Selling?
Customer-Centric Approach
When you are laser-focused on what the customer wants and needs, you become passionate about serving those needs.
Avoid Chasing Sales
Instead of asking, "How can I get sales?", ask, "How can I solve as many valuable problems as possible within my capacity?".
❌ Starting with your vision ➜ chasing sales & desperately trying to make your vision work.
✅ Starting with the customer's vision ➜ customers chasing you, keen to make their vision work with your help.
Profitable Problem-Solving
Solving real problems for your target market & serving their needs makes a lot of money as a side effect.
The 'Empathy Selling' Playbook
1
The Buyer Statement
Identifying customers who see your solution as a priority, need it now, and have the means to pay for it.
2
Market-Fit Analysis
Ensuring your offering aligns perfectly with market demands.
3
Sales Infrastructure
Implementing the right systems, hiring & technology to process your sales.
Your Buyer Blueprint
Deep-Dive Persona
Craft your 'buyer statement' - a first-person summary into your ideal buyer. You need buyers who:
✅ Have the problem you solve
✅ Can't fix it easily themselves
✅ It's blocking immediate goals
✅ Have money
A great way to do this is to analyse top-spending previous closed-won customers, and draw together the common, unifying pain points & personas between them.
Example of a Buyer Statement
"I'm already generating $50,000+ per month from selling my $10,000+/month service, but I can't figure out a system to find consistent new customers within my target audience.
If I don't figure this out, the capital from (previous customers/investors/savings/
yearly budget) will run out, or, my company revenue will flatline.
I need to build a consistent sales pipeline now."
Minimum Viable Client (MVC)
Now I know the Buyer Statement, I know that anyone who works with me must have this at the bare minimum:
✅ A service or product they sell for $10,000+/month
✅ A good market-fit for their product or service
✅ A large market reachable through LinkedIn, Email or Cold Calls
Foundation for Market Analysis
This makes the market analysis of my buyer really easy.
Market-Fit Analysis
Understanding how your product or service fits with your market is crucial to finding new clients. If you don't understand how you fit in the market, you won't resonate with clients.
SMF
Service-Market Fit (SMF)
Who is the person that would fit my buyer statement, and are there enough of these people to sell to?
The service I'm selling is a growth infrastructure to find new clients consistently, so the market I'm targeting is anyone who faces issues with this - usually founders, consultants and sales leaders (there's a lot of people for me to target).
OMF
Offer-Market Fit (OMF)
What offer would resonate with this person? What would be the -free- version of this that would resonate with them?
The offer should be positioned so that it fits well with your buyer statement, and you should have a free version of it that is so good it would be silly to say no. This helps you cut through the noise by combining the effectiveness of Direct Marketing & Sales into one.
E.g. A free blueprint on how to master cold calling in 5 minutes, a free 2 hour coaching session on how to build a winning growth infrastructure.
MMF
Message-Market Fit (MMF)
What messaging would resonate with this person?
The key is building trust, which is done by (1) industry knowledge (2) constant communication of value (3) proof.
❌ "hey John, we help brands supercharge their sales by providing hot leads. I noticed you didn't reply to my previous message - would you like to book a meeting?"
✅ "John - I made a cheat-sheet on how to book meetings with HR Directors over cold calls - here's the 3-step process I use helped me book 50+ meetings with C-Level. This is a snippet from my full playbook on selling to HR Directors - happy to send the full version if you want it."
PMF
Platform-Market Fit (PMF)
Where can I reach my target audience?
My buyers are usually most accessible on LinkedIn, Cold Call, Cold Email.
Sales Infrastructure
Who should I hire? Should I do it myself? Which Tech Should I Use?
Where to start? There's email, texting, hiring a Sales Manager, using an agency, hiring a Sales Manager cold calling, direct mail, WhatsApp, LinkedIn, Telegram, Twitter…and even more options for software you can use.
⚙️ Tech Tools
Use LinkedIn to post content relevant to your niche & send DMs to new connects in your niche (it's free).
Use Pipedrive, Breakcold, or Hubspot to note down all the contacts you're reaching out to.
Use Lemlist or LaGrowthMachine if you want to use automations to send messages to people.
Use BetterContact or FullEnrich to find phone numbers & emails for contacts (or, hire a guy on Upwork for less than $50-$150 to build a great list of contacts for you).
Use your mobile phone to start cold calling (or pay for a Power Dialer like SalesFinity/Orum/Nooks, which lets you dial multiple numbers at once to save time).
Use Instantly.ai or SmartLead to send mass email campaigns.
Use Maildoso to setup an Email Infrastructure that will help prevent your emails from landing in Spam (connect this to Smartlead or Instantly for actually sending the emails)
📢 Hiring
The key to hiring in Sales is only to do so once you have a solid Buyer Blueprint and Market-Fit Analysis, otherwise your salespeople will struggle to hit targets.
Founder-Led: Get the tech tools and start yourself.
Freelancers: Hire people on Upwork to make Contact Lists for you and to reach out to contacts for you.
Dedicated Team: For scaling once PMF and ICP are crystal-clear, proven & tested.
Building the Campaign
Old Approach
❌ Generically scraping hundreds of random businesses online to target
❌ Generic messaging, trying random platforms, bland & indifferent leads offer
❌ Emails landing in spam, cold calls going to voicemail, hundreds of hours & energy wasted on manual sales processes
New Approach
✅ Laser-focusing on high-growth, high-ticket founders & sales leaders who are stuck with sales and need a growth strategy asap
✅ Customer-centric messaging that offers to solve a clear, top-priority problem for my target audience - a free, instant, actionable insight that helps achieve the dream outcome of having a system to find new clients consistently, with ease and without stress
✅ Latest softwares to send thousands of emails that reach the inbox, automating cold calls, and using AI to automate finding leads & contact information
Example Messaging
Old Approach
❌ "Hey John, I have this amazing product that I think you'd love, it does XYZ - should we book a meeting?"
❌ "Hey, just following up to see if you'd like to book a 30-minute meeting with me?"
New Approach
✅ "Hi John, good to connect. Would it help if I shared 3 tips which helped me book more meetings through LinkedIn this year?"
✅ "John - I made a blueprint of how to book meetings from cold calling, it's like a 5-min crash course on mastering the phones (I book 10+ meetings a month from it). Should I send it over?"
The Power of a Clear Customer Avatar
Crystal-Clear Vision
Imagine having a crystal-clear avatar of your ideal customer, where to find them and how to get them to meet you. That's exactly what we do for our clients.
Data-Driven Strategy
If you're tired of guessing and you want a solid, data-driven strategy to reach your ideal clients and skyrocket your growth, we'll build you a growth infrastructure to find new clients.
What it takes vs. What people think it takes
Aim: Build a system into your company to find new clients consistently.
What people think it takes:
  • Sales Director (Manage the Sales Campaign)
  • Account Executives (Sales)
  • Sales Development Representative (Lead Gen & Qualification)
What it actually takes:
  • Graphic Designer (Content Production for Trust Building)
  • Copywriter + AI Trained Agent (Personal Brand Content Production for Trust Building)
  • Inbox Manager/Cold Caller (Sales Development)
  • Account Executive (Sales)
  • Sales Director (Revenue Playbook Executive, not just Sales)
  • GTM Engineer (List Building & Prospecting Plays Management)
    Automations Engineer (Software & Automations Management)
Proven Track Record

1

Million-Dollar Results
I've helped companies generate more than $1 million in sales (check my LinkedIn Profile for the recommendations I've received).

2

Years of Experience
I've been in Growth Strategy for more than 10+ years, booking meetings with top executives at companies across the world.

3

Proven Approach
I know it works because I've done this over and over across multiple industries (Tech, Software, Construction).
What's included?
Sales-Powered Growth Infrastructure
  • We build your entire sales growth system.
  • A custom-tailored A-Z Playbook of how to analyse your market fit
  • Tailored, sticky, irresistible sales messaging
  • Hyper-refined list building of profiles within your target audience
  • Automated systems for finding new clients
  • Outbound campaigns tested until running smoothly
  • Weekly 1:1 coaching led with our expertise of 10+ years
  • Winning Templates, Scripts & Frameworks for Booking Meetings via LinkedIn, Cold Calling & Email
  • 'How to Sell on LinkedIn' Workshop
  • Sales Discovery Workshop
What could go wrong?
Book a Meeting ➜ Free Blueprint
We'll see if this works for you by building a blueprint before you pay for anything.
We'll break down your entire strategy to find new clients from start to finish.